What is Starbucks missing from its marketing strategy?

Read the full blog post here:
http://www.distilled.net/blog/marketing/how-starbucks-can-enter-the-third-space-online
While Starbucks isn’t a client of ours, we think it’s a fascinating brand. On the surface, Starbucks appears to have all the components required to “future proof” its success: a massive social media following and customer base; a consistent, global coffee experience; and an in depth knowledge of its individual customers through its Starbucks Card program. Yet there are significant ways in which it could improve its online marketing.

another consultant trying to solve a problem and pitch a solution to a company that clearly knows its space (or whatever jargon you want to attribute to their business) and product far better than you ever will

45.
How Starbucks
could leverage its
assets to own the
third space online...

46.
In an increasingly fractured society, our stores offer a quiet moment
to gather your thoughts and center yourself.
Starbucks people smile at you, serve you quickly, don’t harass you.
A visit to Starbucks can be a small escape during a day when so
many other things are beating you down.
From Pour Your Heart Into It by Starbucks’ CEO Howard Schultz
Howard Schultz

60.
2
Personalization
Different flavours of content for different customers

61.
3
Amount of
Starbucks input
As published With comments Full commentary Editorial Feature

62.
Curate content for
Starbucks Card members
Move the loyalty program beyond “points and plastic”

63.
Leverage Starbucks’
“Third Space”
as a platform
Use Starbucks Card profiles elsewhere on the web.
Sign in with Starbucks

64.
User identity
User location
Prepaid line
of credit
(ideal for online micropayments)
Sign in with StarbucksConnect
Who would The New York
Times prefer to partner with?
Yes
If user allows it
No
Yes
Always
Always

65.
Buying a coffee at
Starbucks: the next
social check-in?
Share to Facebook via Facebook Open Graph and Starbucks mobile
apps (keep a presence on other platforms whilst building own).

82.
It’s not that hard for
Starbucks to assemble
this platform
4
Starbucks already has the partnerships, the processes,
the skilled team, the marketing budgets,
Starbucks Card, SDN, huge social followings...
And there are plenty of people to buy or partner with.

83.
Create an ongoing
source of signups for
Starbucks Card
5
More signups more engaged customers more direct sales

84.
What’s the smallest
first step for
Starbucks?
A to Z starts with A to B.